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Business value Creativity in PR Creativity in PR, a Global Study 2013

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Business value
Creativity in PR is business-critical
This year’s headline finding reveals that creativity
is becoming an increasingly critical element in
how businesses perceive
PR value. In-house respondents were asked
how important creativity
is to their decisions to
hire and retain an agency.
The results demonstrate
the premium that businesses now place on creativity in PR, with more
than three-quarters (79%)
rating it as 8 or higher out
of 10, compared to
two-thirds last year.
Almost half (47%) scored
it as 9 or more, while
more than one in five
(22%) gave it full marks
for importance, both significant increases on the
2012 results.
The findings belie the notion
that creativity in PR is a
luxury. Instead they demonstrate, once and for all, the
indelible importance
attached to creativity by

in-house marketers and communications as a genuine
business priority.
Geographically, buyers of
agency services in Asia and
Europe are less concerned
about creativity than their
counterparts around the
world. Predictably, creativity
is a more important commodity in the UK (87%) and US
(84%), according to the proportion of clients that rate it
as 8 or higher out of 10. But
there are surprises elsewhere.
Australia, famed for
award-winning creative PR
campaigns, is only average,
while Latin America and the
Middle East score higher than
Asia and Europe.

32.1%

If you are in-house, how
important is creativity in
your decision to hire &
retain an agency?

24.5%
22.0%

8 or higher

uk
LatAm

3.8% 10.7%

Us
middle east
Australia
Asia
Europe

6 or
Below

7

8

9

10

4 | creativity.holmesreport.com

Publié dans : Business, Technologie
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